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Customer relationship management in a fashion independent retailer environment; Operationalization and Application
University of Borås, Swedish School of Textiles.
University of Borås, Swedish School of Textiles.
2014 (English)Independent thesis Advanced level (degree of Master (Two Years))Student thesis
Abstract [en]

The purpose of this study is to explore the different marketing techniques accessible to fashion independent retailers and aiming to strengthen their customer relationship and attract/create a community. It also focuses on understanding the applicability and operationalization of customer relationship management marketing techniques in a specific context, here, a fashion independent retailer.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2014.
Series
Masteruppsats ; 2014.11.08
Keywords [en]
Fashion independent retailers, customer relationship management, customer relationship, brand community, consumer, community, knowledge sharing, relationship building, community building, postmodernism, tribal marketing, people-to-people, service, dominant logic
National Category
Design
Identifiers
URN: urn:nbn:se:hb:diva-17988Local ID: 2320/14049OAI: oai:DiVA.org:hb-17988DiVA, id: diva2:1309901
Note
Program: Master programme in Fashion ManagementAvailable from: 2019-04-30 Created: 2019-04-30

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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • harvard1
  • ieee
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More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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